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A training I developed at P&G on how to bring data to life. Stop making ugly charts and start using data powerfully to impact your organization.
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Bringing Data to Life
aka
Making Charts That Don’t Suck
Dan SweetApril 2014
Agenda
• The Challenge
• The Power of Design
• Ways People are Weird
• Data Visualization Design Principles
• Data Visualization @ P&G
• Tools Available
• Case Studies
• Extreme Graph Makeover
Design is powerfulApple has outperformed P&G by 5000%
Workplace Challenges
• Communication• Influence without positional power• Effectively and persuasively share analysis
However, the bulk of the people we work with are human. Humans are emotional creatures of habit and don’t always listen to reason.
Role of Finance
• Rational objective analysis• Accurate• Impartial• Dispassionate
ASSUMPTION: Objective Reality Exists
Does it?
Deciding on having surgery…
90% chance of survival
10% chance of death
Will you have the surgery?
Problem with humans
• Action preferred over accuracy• Ambiguity is inherent in life• Ambiguity ≈ Risk• Risk Negative Emotions• Motivation: Pursuing Gains or Avoiding Losses• Avoiding Losses > Pursuing Gains
Result is a tendency to make decisions on feelings instead of knowledge
“Human Based Visual Communication” presentation by Dan Young – Corporate CMK
Much Information Processing is:
•Holistic•Low Involvement•Habitual•Affect/Emotion Driven•Driven by past experiences
“Human Based Visual Communication” presentation by Dan Young – Corporate CMK“Human Based Visual Communication” presentation by Dan Young – Corporate CMK
Brain has 2 “Modes” of Operation
System 1:FastIntuitiveEmotional
System 2: SlowerMore deliberativeMore logical
Cognitive Ease
3 x 26 x 5
10 x 10
Cognitive Strain
17 x 1346 x 18
137 x 14
Brain has 2 “Modes” of Operation
System 1:FastIntuitiveEmotional
System 2: SlowerMore deliberativeMore logical
Low Involvement Logic
Benefits of graphics that can be processed at this level:
• Fluent Processing Of Highly Accessible Information• Feelings of Familiarity• Approach Behavior
Key Question: Given the question and the broader communication context, is your graphic “message” intuitive?
“Human Based Visual Communication” presentation by Dan Young – Corporate CMK“Human Based Visual Communication” presentation by Dan Young – Corporate CMK
Tell a Story
• Integrate information presented• Create a more concrete and familiar context • Lead to increased fluency/ease of processing the
information• Create relevant emotions/affect• Help link to existing knowledge
Make your message more memorable and likely to impact behavior
“Human Based Visual Communication” presentation by Dan Young – Corporate CMK“Human Based Visual Communication” presentation by Dan Young – Corporate CMK
Design Principles
Data-Ink Ratio
UsefulPieCharts
Sorted Barplots > Pie Charts
2D vs. 3D
Why is 3D “harder”?
“Human Based Visual Communication” presentation by Dan Young – Corporate CMK
http://www.slideshare.net/janwillemtulp/data-visualization-5724069
http://www.slideshare.net/janwillemtulp/data-visualization-5724069
http://www.slideshare.net/janwillemtulp/data-visualization-5724069
http://www.slideshare.net/janwillemtulp/data-visualization-5724069
Accessibility
UsingColor
Application
Redesigned credit: www.perpetualedge.com
Review:Design Principles / Weird People
• People are odd – make it easy for them• Maximize data/ink ratio – clean design• If using color, make it meaningful• Consider avoiding red/green – accessibility• Highlight what is important – bold, italics, size,
shape, line type, etc.• Avoid pie charts• Avoid 3D
Business Sphere
Data Visualization Tools
• Excel• PowerPoint• Spotfire• Tableau• JMP• R with ggplot2
This is the part where I delete 25 slides of P&G-specific case studies and before and after
examples.
Extreme Graph Makeover
This is fun IRL, but the competition and anonymous group critique where we all apply our new found skills and then tear apart each other’s work doesn’t translate to Slideshare – sorry.
Hans Rosling – GapMinder
http://www.youtube.com/watch?v=jbkSRLYSojo#t=0m29s
Credits
Cognitive psychology elements from a Dan Young (Corporate CMK) presentation titled “Human Based Visual Communication” presented at the 2011 Statistics Symposium.
Books written by Edward Tufte and Stephen Few
Stephen Few’s site: perceptualedge.comhttp://www.slideshare.net/janwillemtulp/data-visualization-5724069